UK: New traceability system launched

TraceAssured Ltd has today launched a new online food
chain traceability initiative aimed at providing the global food industry with
the ability to trace the source and content of all food product ingredients
instantly.

Dr Ken Baird, chairman of TraceAssured Ltd and Lourens Erasmus, managing
director, launched at parliament buildings in Stormont, Nothern Ireland, the
first traceability system which can provide an instantly transparent food chain
from farm to fork.

Aimed at increasing consumer trust in the global food industry, the event was
hosted by the First Minister for Northern Ireland, Dr Ian Paisley. The audience
included leading industry representatives and Dr Patrick Wall, chairperson of
the European Food Safety Authority.

The TraceAssured initiative has been several years in research, and is set to
take the global food industry by storm in a period when consumers expect greater
transparency in terms of where their food comes from and the ingredients used.

Moy Park pilotThe system has already been successfully
integrated into a number of Moy Park plants, one of Europe's largest poultry
processing operations.

TraceAssured has recently confirmed a global agreement with IT giant, Hewlett
Packard as well as receiving support from Scanvaegt International (part of the
Marel Food Systems Group).

Dr Paisley emphasised the importance of such initiatives for Northern Ireland
to demonstrate what he called "its pedigree in a global economy".

Strong backupTraceAssured has been pioneered and
developed by an expert team led by Dr Ken Baird, one of Northern Ireland's
leading food industry experts, and received the backing and support from some of
Europe's major food businesses,

Dr Baird said: "TraceAssured can strengthen traceability claims. It collects,
stores and presents information, through its specialist internet based service,
on ingredient and packaging movements, transformation and quality from source to
shelf, across the globe.

"The service minimises risk to consumers, businesses and exceeds traceability
standards, legislation and customer demands."

Benefits to Ireland as an IslandDr Patrick Wall,
Chairperson of the European Food Safety Authority said: "When people think of
'Ireland the Food Island' they should think not only of top quality food but of
quality processes and the best science. TraceAssured is an excellent example of
this and will put Ireland up in lights internationally."